News

Multi-platinum singer-songwriter Joss Stone and Nine West are proud to launch an exciting new web destination offering a behind-the-scenes look into the collaboration for Nine West’s Fall 2010 Vintage America Collection. In celebration of the footwear’s stylish debut, the Grammy Award-Winning recording artist wrote and recorded “Back in Style”, an exclusive, new song now available for free download at www.ninewest.com/vintageamerica.com.

“I’ve found that designing is just like writing a song. You’re still collaborating, but it’s just a different piece of art,” said Joss Stone. “There’s a lyric in my song ‘Back in Style’ that says ‘I got a brand new groove, brand new shoes,’ so it’s perfect for my collaboration with Nine West.”

Nine West has also forged a groundbreaking partnership with innovative mobile company JAGTAG to provide new and exciting ways for fashion lovers to connect with the collection. Consumers can now snap a photo of the specially branded JAGTAG – featuring Joss Stone’s flower tattoo design – with any camera phone to receive multimedia content and automatically enter a sweepstakes to win Joss Stone’s Vintage America look including shoes, clothing, jewelry and other accessories. Those who opt in will receive several text and video messages directly from Joss Stone including performances, behind the scenes footage from her Lucky Magazine photo shoot and how-to style tips. In addition to the website, fans can also find the special JAGTAG on Vintage America Collection shoeboxes and promotional materials in-store, as well as this fall in Lucky Magazine’s October issue.

The new Vintage America Collection web destination also features behind the scenes photos and videos that highlight Stone’s collaborative process with Nine West Creative Director Fred Allard. The singer has been very involved in incorporating her personal inspirations and whimsical style into the limited-edition footwear collaboration, and fans can now get an intimate look into Stone’s experience through various interactive features on the site.

“Fred Allard is inspiring on so many levels, and I like that we come from different worlds,” added Stone. “We both create things that inspire or make people feel good. We’re on the same page, but from different sides of it, and I think that’s really cool.”

To produce a lasting global impact through Nine West and Stone’s collaboration, a portion of all proceeds from the collection will be donated to Soles4Souls, a non-profit charity organization that facilitates the donation of shoes to aid those in need worldwide. More information about Joss and Nine West’s work with Soles4Souls—and how you can help—is available at www.ninewest.com/vintageamerica and at www.soles4souls.com.